These customers generate a huge amount of data about their location, their mobile communications, their activity online, while watching TV, making purchases in online stores and, finally, in normal communication with their mobile operator. With the consent of the customer, this data is anonymized and the aggregated data is usable in marketing, to accurately target specific customers.

The behavior and interests of these O2 users allow them to be precisely divided into selected target groups, The behavior and interests of these O2 users allow them to be precisely divided into selected target groups

The movement of these users’ SIM cards generates huge volumes of data that O2 evaluates and converts to the population flow along individual roads.

BigPlan combines data on the movement of O2 user SIM cards (extrapolated to the entire population of the Czech Republic 8+) with the parameters of OOH spaces of companies on the given road

This yields precise knowledge regarding the reach of all our OOH media, even sorted according to individual target groups.

For comparison: TV campaigns are planned based on a sample of 1,850 households (4.470 individuals), therefore approximately 1,000 times smaller population sample than with BigPlan.

Source: ATO, O2 Media, March 2017

Combining user movement data and outdoor advertising data

BigMedia has provided data on its network of advertising media, and for each carrier we know its exact location with GPS coordinates and azimuth, that is, the ideal directional rotation. O2 Media has data on population streams over roads that pass through the network of our advertising media. We assume that each ad unit is visible at an angle of up to 120 ° and from the maximum distance that is specific to each type of ad panel. This creates cone-shaped areas within which we can calculate the movement of the population. We include each user that is, during his/her movement, in the cone-shaped area of view of the advertising space, with an angle of <60 °. This provides us with rough data on population movement around an advertising unit.

GEOLOCATION DATA

Mobile users generate a quantity of geolocation data about their location. This data can be algorithmically converted to the population flow over roads. This then make it possible to create heat maps of population movement, even for individual target groups. The above example shows a heat map of population movement around advertising facilities in Prague, which, after a month, will show the top 50 advertising spaces with the greatest number of contact opportunities.

people interested in children’s portals, toys, supplies for newborns/children, pediatricians

Sports & Games

people interested in sports news, fan sports and professional athletes, games, betting, hobbies

Telecommunications

people interested in mobile operators, telecommunications, tariffs

How an interest segment of a target group is created

The video shows the procedure used in creating a new PETS interest segment – people interested in household pets, pet foods, animals, veterinarians or breeding supplies – at which an outdoor advertising campaign can be aimed.

These customers generate a huge amount of data about their location, their mobile communications, their activity online, while watching TV, making purchases in online stores and, finally, in normal communication with their mobile operator. With the consent of the customer, this data is anonymized and the aggregated data is usable in marketing, to accurately target specific customers.

The behavior and interests of these O2 users allow them to be precisely divided into selected target groups, The behavior and interests of these O2 users allow them to be precisely divided into selected target groups

The movement of these users’ SIM cards generates huge volumes of data thatO2 evaluates and converts to the population flow along individual roads.

BigPlan combines data on the movement of O2 user SIM cards (extrapolated to the entire population of the Czech Republic 8+) with the parameters of OOH spaces of companies on the given road

This yields precise knowledge regarding the reach of all our OOH media, even sorted according to individual target groups.

For comparison: TV campaigns are planned based on a sample of 1,850 households (4.470 individuals), therefore approximately 1,000 times smaller population sample than with BigPlan.

Source: ATO, O2 Media, March 2017

Combining user movement data and outdoor advertising data

BigMedia has provided data on its network of advertising media, and for each carrier we know its exact location with GPS coordinates and azimuth, that is, the ideal directional rotation. O2 Media has data on population streams over roads that pass through the network of our advertising media. We assume that each ad unit is visible at an angle of up to 120 ° and from the maximum distance that is specific to each type of ad panel. This creates cone-shaped areas within which we can calculate the movement of the population. We include each user that is, during his/her movement, in the cone-shaped area of view of the advertising space, with an angle of <60 °. This provides us with rough data on population movement around an advertising unit.

GEOLOCATION DATA

Mobile users generate a quantity of geolocation data about their location. This data can be algorithmically converted to the population flow over roads. This then make it possible to create heat maps of population movement, even for individual target groups. The above example shows a heat map of population movement around advertising facilities in Prague, which, after a month, will show the top 50 advertising spaces with the greatest number of contact opportunities.

OVERVIEW TARGET GROUPS

Woman, Age: 18+, teacher, Interests: shopping, fashion

Gender

Men

Woman

Age

< 18

18+

18–24

25–39

40–59

> 60

Interests

Automobiles & motorcycles

Housing, household, garden

Travel, culture

Finances

Foodies

Career, education, health

Shopping, fashion

Families with children

Sports, games

Telecommunication

pets

Small business owners

Location

14 regions

77 counties

Socioeco. groups

A + B

C

D + E

Automobiles & motorcycles

People interested in new and used cars and motorcycles, Fan clubs, automakers

people interested in children’s portals, toys, supplies for newborns/children, pediatricians

Sports & Games

people interested in sports news, fan sports and professional athletes, games, betting, hobbies

Telecommunications

people interested in mobile operators, telecommunications, tariffs

How an interest segment of a target group is created

The video shows the procedure used in creating a new PETS interest segment – people interested in household pets, pet foods, animals, veterinarians or breeding supplies – at which an outdoor advertising campaign can be aimed.

WE DELIVER STANDARD MEDIA INDICATORS FOR YOUR CAMPAIGN

Male,
Age: 40 – 59 years old, manager,
Interests: pets

REACH

Total number of unique contacts with campaign

IMPRESSIONS

Total number of contacts with campaign, cumulative reach of the campaign

FREQUENCY

Average number of contacts with campaign for all users, who had at least 1 contact With the campaign (Impressions / Reach)

GRP

(Gross Rating Point) – Total number of contacts with campaign in % of total population of the Czech Republic (an individual may be counted multiple times)

TRP

(Gross Rating Point) – Total number of contacts with campaign in % of total population of the Czech Republic (an individual may be counted multiple times)